Analytics Help 77Sparx Steer Pricing, Marketing Strategy
Pricing is just one example of how 77Sparx has used analytics over the past two years. The company has also used analytic data to help determine product strategy.
"We wanted to implement a ‘parent gate’ control that would ensure that in-app purchases were being approved by parents," says Kao. "Other app developers had gotten into trouble for making it possible for kids to hit the ‘Buy’ button without parental approvals, and we definitely didn't want to do anything like that. And yet, we also didn't want to implement something that caused so much friction it would cause people to drop off in the purchase process. Using Analyze, we were able to test out a few different ways to gate — e.g., using reading questions or math equations. We were able to determine the best way to block kids from making nonapproved purchases. Consequently, we've been able to avoid getting caught up in the controversy, even during a time when ‘freemium and kids’ is still very much under scrutiny."
Since 77Sparx's implementation of Kissmetrics’ Analyze platform, the company has seen a nearly three times return on its investment.
"We've had fantastic results using Kissmetrics’ Analyze," Kao notes. "It's actually such an integral part of how we do business, it's almost difficult to separate out what we would have been able to do without it. One of the things we love about Analyze is that it allows us to do everything we need to do internally. For us, the key is not just to understand the data, but to be able to act on it as well. Analyze provides us with the information we need to make great decisions."
Maura Ginty is the vice president of marketing at Kissmetrics, a person-based analytics platform.